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Industry Insights: Apple Pay is coming to mobile websites

Mar 31, 2016
Industry Insights

Industry Trend of the Week
Flying under the radar but with tremendous potential for publishers was Apple’s announcement this week that they plan to extend Apple Pay, their service that lets shoppers complete a purchase on mobile apps with their fingerprint rather than by entering credit card details, to websites later this year. With more and more readers shifting to mobile to consume media and publishers increasingly reliant on subscriber revenue, a “one-touch” solution, albeit with a steep processing fee, that has access to hundreds of millions of credit cards, could be hugely beneficial to those seeking to monetize mobile users.

Story of the Week
Expanding Apple Pay to websites could help solve a problem for news orgs seeking subscribers on mobile
With Apple Pay coming to mobile websites, online publishers could be huge beneficiaries. With more readers using mobile, publishers being increasingly reliant on subscription payments and the burden of typing in payment info on a mobile device, a one-tap payment connected to an Apple account is a huge advantage over most currently popular payment methods.

The Media Is Losing Its Purpose Online
Baekdal compares paper-making companies to those in the content business and demonstrates why the paper companies have defined their market niches while media companies are still struggling.

Clickbait Obsession Devours Journalism
What we face today is a vast stream of replicated information, packaged in thousands of slightly different ways, but sharing a common objective: collecting and retaining viewers at all costs. Filloux goes over three current popular alternatives that publishers rely on to generate revenue from their web properties.

How some publishers are thinking beyond the traditional website/homepage
Last week we linked to an article about NowThis posting a 1500% PV increase since dropping their homepage; at the recent FIPP conference in Berlin, Emily Bell, director at the Tow Center for Digital Journalism at Columbia Journalism School, spoke about why some publishers are thinking in greater depth about killing off their home pages.

The death of the home page has been greatly exaggerated
Although a lot of people do in fact use side-doors to visit news websites, it is worth noting that the most important users are those who land on the home page because they represent almost 50% of all page views. Piano’s data from more than 1200 client websites supports this premise, our data scientists have learned that the most loyal users are those who come directly to a website and are dedicated readers.

Here’s How Oversized Web Ads Are Encouraging Ad Blocking
Creating digital advertising is complex and difficult. Ad agencies frequently deliver ads late, resulting in oversized, tracking-laden digital ad files that don’t let publishers on deadline enough time to push back. This behavior is contributing to how slowly some Web pages are loading, encouraging the growing use of ad blocking software among consumers.

The U.K.’s Times and Sunday Times are structuring their new apps and website around peak traffic times
The newspaper is adopting an edition approach dropping breaking news and focusing on analysis, opinion and authoritative reporting. The new approach comes with a full website redesign that combines The Times and The Sunday Times and eliminating section fronts.

Read, Watch, and Listen: A Modern Content Strategy
The Economist has adopted an engagement strategy based on scale. They are focusing on content that makes sense for their audience, and how that content is presented on various platform including ramping up processes for VR when it takes off.

Nielsen to Break Out Metrics for Apple TV, Roku, Other Connected-TV Devices
Nielsen is launching new metrics called “Total Use of Television” measuring connected-TV devices including Apple TV, Roku, Amazon Fire TV, Google Chromecast, Microsoft Xbox, Sony PlayStation and Nintendo Wii that will include information based on device type.

IAB Builds a Programmatic Fee Calculator to Help Marketers See Where Digital Dollars Go
IAB is trying to rectify the lack of communication between ad buyers and sellers about ad tech so each side has a better view of what net CPMs are.

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